Forge and Smith

08/18/2026

Google made several changes to AI search this month that could directly affect how people find your website content.

Noise vs. Signal is our monthly report on the constantly changing AI landscape: what you need to pay attention to, and what is just noise.

Issue 03 is out! 🔥 We look at Google’s new AI opt-out controls, links appearing inside AI answers, and new Search Console data for social content.

See what these changes could mean for your organization:

July was quiet where people expected noise. No core update. No new acronym. What Google actually shipped was a set of switches and reports, and two of them point in opposite directions: one lets you walk away from AI search entirely, and one starts sending clicks back out of it. The advice you will....

08/12/2026

We helped reorganize BCRPA's new website around clearer content paths while bringing their new brand to life across the site. The result was a more intuitive website with a 135% increased conversion rate and 83% increased engagement rate.

See the full project:

We craft custom websites for organizations in Vancouver and beyond! Here's our web design project for BCRPA.

08/03/2026

The real value of AI comes from helping experienced teams make better use of their time and expertise.

Our latest article explores how AI can improve the website process while reinforcing the importance of strategy, business context, and human decision making.

AI can code a website. It can't make the strategic decisions that drive success. Here's where AI helps, and where you always need humans.

07/27/2026

Our latest article explores how data can help create clearer navigation, stronger user journeys, and a better website experience.

Website content should be structured around how people look for information, not how your organization is structured.

A 5-step framework for structuring content around how people actually look for it, and shorten the path to conversion.

07/20/2026

VGH & UBC Hospital Foundation serves many different audiences, each with their own goals and questions.

We partnered with their team to create a website that makes information easier to navigate while strengthening the Foundation's story and impact.

Read the full case study: https://forgeandsmith.com/case-studies/vgh-ubc-hospital-foundation/

07/15/2026

The AI conversation continues to move at a rapid pace.

Each month, Noise vs Signal highlights the developments we believe matter most for businesses navigating search, websites, and digital strategy.

Issue #2 is now available:

In the span of about three weeks, Google did three things to its AI answers, and they all point the same way. It put them under the same spam rules as the rest of Search. It gave you a report so you can finally see whether you show up in the AI results. And it…

07/13/2026

Brand consistency helps customers recognize your business and feel confident that every interaction will meet the same standard.

Our latest article explains how brand systems turn that consistency into trust and growth:

Brand systems are critical for evoking trust, building recognition, and driving conversions. Here's how to build one.

07/10/2026

Built the brand identity ✅
Built the website ✅
Backed by strategy ✅

See how it all started with Spark Mortgage: https://forgeandsmith.com/case-studies/spark-mortgage/"

06/29/2026

Traffic fluctuations are part of every website's lifecycle. The challenge is distinguishing between normal changes and issues that require action.

Our article explores the most common causes of declining traffic and offers practical steps to help you identify the real issue before making changes.

We explain 12 causes of an organic traffic drop, and recommend fixes to help you recover and start growing your traffic again!

06/22/2026

Growing companies often reach a point where their website no longer reflects the sophistication of their product.

This case study explores how we helped TrustFlight create a digital experience that better supports their business:

We craft custom websites for organizations in Vancouver and beyond! Here's our web design project for TrustFlight.